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Title of the attached .pdf file: THE 2003 AD AGE AGENCY REVIEWS & RATINGS: A Companion to the Agency of the Year Report INVESTMENT NEWS MAIN 01-12-04 B 10 AADB 1/8/04 3:39 PM Page 1

January 12, 2004 | Advertising Age |S-10 AdAgeSPECIALREPORT AGENCY OF THE YEAR

Agency Ratings (0 to 4 stars) #### GOODBY, SILVERSTEIN P. S-14 #### CRISPIN PORTER & BOGUSKY P. S-12 DEUTSCH P. S-12 ### CAMPBELL-EWALD P. S-12 DDB WORLDWIDE P. S-12 DONER P. S-12 FALLON WORLDWIDE P. S-14 GREY WORLDWIDE P. S-14 GSD&M P. S-14 KIRSHENBAUM BOND P. S-16 2003 TBWA/CHIAT/DAY P. S-17 WIEDEN & KENNEDY P. S-17 ### BBDO WORLDWIDE P. S-10 FOOTE CONE & BELDING P. S-14 AGENCY KAPLAN THALER GROUP P. S-16 OGILVY & MATHER P. S-16 PUBLICIS USA P. S-16 SAATCHI & SAATCHI P. S-17 REVIEWS J. WALTER THOMPSON USA P. S-17 The sun breaks through in 2003. While many agencies continued to weather ## losses, some found prosperity with major new account wins and innovative LEO BURNETT USA P. S-12 creative. WPP Group’s Berlin Cameron/Red Cell was among those winning EURO RSCG P. S-14 MCCANN-ERICKSON P. S-16 shops,and despite its size,ran a sizzling new-business machine in 2003,bagging ## Pfizer among other blue-chip brands. ARNOLD WORLDWIDE P. S-10 These events all figured into Advertising Age’s Agency of the Year rankings. RICHARDS GROUP P. S-17 Using a 0 to 4 star rating,Ad Ageeditors judged an agency’s creativity and busi- Y&R ADVERTISING P. S-17 ness performance,as well as looking at individual shops’ management stability, # financial performance and strategic thinking. LOWE P. S-16

Arnold BBDO Worldwide Worldwide Though creative awards BBDO Worldwide fought to 2003 Rating: continue to decorate its 2003 Rating: maintain its position in the ## offices, Arnold Worldwide ### agency food chain in 2003. has been accused of resting Yum Brands’ $200 million 2002 Rating: 2002 Rating: on its Volkswagen of VW: Subtle copy delivers the punchline for the convertible. KFC account went to PEPSI TWIST: The Osbournes woo Super Bowl viewers. ### America laurels. Meanwhile, ### Interpublic Group of Cos.’ its new-business machine Foote Cone & Belding defected to the New York office of Omnicom continues to falter. The agency, renowned for list is jump-starting Arnold’s new-business Worldwide last summer after the long-running sibling TBWA. To its credit, in December BBDO its concrete-like relationship with clients, has endeavors. Jason Alexander campaign ran out of steam. promptly hired Eric Silver, who built his reputation lost big names such as jobs site Monster The agency is trying to right its shop in New Kudos to Omnicom Group’s BBDO, New York, as an award-winning creative at Cliff Freeman & Worldwide and has seen others go into York, where Rochelle Klein, vice chairman-chief for signing up the $150 million account of Time Partners, to fill Mr. Graf’s shoes. review—FMR Corp.’s Fidelity Investments, creative officer, said she was leaving over Warner’s America Online, which led to a BBDO held onto its Super Bowl crown again Welch Foods and White Wave’s Silk—without differences in vision for the shop. Arnold also is multiprong marketing campaign involving while creating some of the year’s most winning any blockbuster pitch. setting up a consulting practice for its advertising celebrities such as actress Sharon Stone and memorable campaigns: the Sheens’ Visa Lauded in the past for its family-like accounts. singer Dave Matthews. However, AOL’s decision atmosphere and mentality, Boston-based Arnold to give Wieden & Kennedy, Portland, Ore., a International spot, Osbournes’ Pepsi Twist, the had more layoffs in 2003, and employee morale LOOKING AHEAD corporate branding assignment left industry hip Cingular work and AOL’s running man icon. faltered. Parent Havas’ plans to make Arnold Arnold Worldwide Partners hasn’t abandoned its watchers wondering what BBDO had lacked. Worldwide a global network dissipated as it global view, planning to buy agencies in Besides E&J Gallo Winery’s estimated $80 LOOKING AHEAD instead decided late last year that Arnold should Germany, Mexico and possibly the Netherlands, million account, other wins were small. The honeymoon period is over for President-CEO be composed of a handful of regionally focused as well as another shop in the U.K. should WCRS While BBDO added some much-needed fresh Andrew Robertson—time to fire up the engines on creative hot shops around the world. succeed in buying itself back. Trying to bolster its blood with Nancy Hill on AOL and Martyn Straw as new business. BBDO says it’s looking for greater The name linked with Arnold, CEO and one- management ranks, Arnold said it would be hiring exec VP-chief strategy officer, the agency said collaboration between offices and a bigger role time owner Ed Eskandarian, is taking a greater high-level executives in New York, Boston and St. goodbye to some of its top creatives. Michael Patti for strategic planning. However, gossip on the role in agency business now that his Louis as it continues efforts to integrate its four left to become worldwide chief creative officer at business lunch circuit is that the management globetrotting for Havas has waned. Tops on his offices. It also seeks a technology client. WPP Group’s Young & Rubicam, and Gerry Graf lineup might see a reshuffle in 2004. INVESTMENT NEWS MAIN 01-12-04 B 12 AADB 1/8/04 3:42 PM Page 1

January 12, 2004 | Advertising Age |S-12 AdAgeSPECIALREPORT AGENCY OF THE YEAR

KELLOGG’S SPECIAL K: The Red Berries brand is still taking off. CHEVROLET: Classic rock tunes hit a nostalgic note. IT’S A SMALL WORLD: Crispin’s Mini work goes global. DELL: The computer company aimed more at businesses. Leo Campbell- Crispin Porter DDB Burnett USA Ewald & Bogusky Worldwide In its first full year under Campbell-Ewald didn’t make a Crispin Porter & Bogusky’s DDB Worldwide worked hard 2003 Rating: Publicis Groupe, Leo Burnett 2003 Rating: lot of noise in 2003, but that’s 2003 Rating: reputation as a hot shop 2003 Rating: to persuade electronics giant ## USA has endured plenty of ### probably a good thing. In a #### continues, as it swept just ### Royal Philips Electronics to upheaval. That’s not atypical year that brought grim news about every creative award hand over the other half of its 2002 Rating: for an agency merger, 2002 Rating: for parent Interpublic Group 2002 Rating: show in 2003. Its work for 2002 Rating: $600 million account in 2003; ### analysts say. Yet, for the once ### of Cos., Campbell-Ewald #### BMW’s Mini Cooper was ### the agency also won a privately held and insular Chairman-CEO Tony Hopp tapped to run worldwide, and branding project from Nokia. powerhouse, the changes have been painful and didn’t mind being a tad on the boring side, the agency picked up Mini projects globally. The Omnicom Group shop played a major role in morale has swung on every win, loss and layoff. In particularly since his shop didn’t really lose any Crispin won accounts including Virgin Atlantic crafting new campaigns for McDonald’s Corp., just the final quarter, Chicago-based Burnett cut significant business or key staffers. and Aeromexico, and made it into Nokia’s $40 Dell Computer Corp. and J.C. Penney Co., among 20 staffers after the departure of President Bob Excluding a handful of small wins including million review, but it has yet to snag a $100 million others. Brennan and arrival of Ben Kline as chief Carrier Corp., the American Heart Association and account brand. Crispin’s only loss last year was Even with advertisers such as Hershey Foods marketing officer. Losses of Polaroid Corp., Delta Kaiser Permanente, the Warren, Mich.-based Pony International, a $5 million-plus account that Corp., New York Lottery, ING Group and newly Air Lines, Sara Lee Corp. and Royal Philips agency came up short on major reviews, most landed at the agency in May but moved on to arrived Cotton Inc., the New York office had a Electronics hurt, even as Burnett picked up the notably Kmart Corp., which—considering the Omnicom Group’s Goodby, Silverstein & tough time challenging Chicago’s pre-eminence. $200 million-plus Gateway business. Gateway discounter’s problems—may not be so bad. Its most Partners, San Francisco, in November. Still, the The much-vaunted arrival of New York was the biggest win for the sub-shop LB Works, talked-about creative work was Chevrolet’s rock ‘n’ Miami headquarters and Los Angeles office went Chairman-Chief Creative Officer Lee Garfinkel which the agency absorbed Jan. 1 . With the roll campaign. Fans said it captured the nostalgia for on comparative hiring sprees at a time when failed to produce the expected sparks in 2003. dismantling of the business-to-business and the General Motors Corp. unit’s cars, while critics competitors continued to contract. Though the New York office failed to bag the technology-focused unit, its President Jeff Jones said the theme was better reflected in vintage Meanwhile, MDC Partners, which owns 49% of America Online branding assignment, which went departed along with Chief Creative Officer models than those of today. Perhaps Campbell- Crispin, tapped agency Chairman Chuck Porter to independent Portland, Ore., shop Wieden & Steffan Postaer. Ewald’s most underappreciated work was that to help build and identify companies to join the Kennedy, DDB did well to retain its existing business. relying on the stark, reality-based recordings from Canadian-based network. In fact, Sargento Foods, which spent less than $10 LOOKING AHEAD GM’s OnStar. The ads showed the benefits of million, was the only high-profile departure. With Chairman-CEO Linda Wolf now alone at the having the automotive concierge call an ambulance LOOKING AHEAD helm, it‘s the first time she’ll be judged on her own for you after your airbag deployed. Crispin breaks an extensive new effort for Mini LOOKING AHEAD merits as a leader since being elevated three in 60 countries in 2004—its largest Watch for Mr. Garfinkel to show the fruits of his years ago. Ms. Wolf will have one of her bigger LOOKING AHEAD international campaign. The agency doesn’t labors in 2004 on upcoming work for Cotton Inc. challenges this month as the U.S. Army begins its The coming year will bring more of the same, but appear to be immediately affected by Ikea and Philips. Healthcare will also be a focus for mandatory agency review and Burnett competes increasingly refined and bigger, Mr. Hopp hopes. North American Services’ global media review, growth. Expect Ken Kaess, president-CEO of as a French-owned shop. Other questions remain One glint of a more shining year could be upcoming launched last year. Alex Bogusky, the agency’s DDB Worldwide and American Association of about whether Burnett will benefit from its new work for retailer Pier One featuring newly signed highly lauded executive creative director and Advertising Agencies chairman, to be in the alignment with marketing services sibling pitchman Thom Filicia, the home design maven partner, continues to be courted by spotlight with Advertising Week, the Four A’s Frankel. of Bravo’s hit “Queer Eye for the Straight Guy.” competitors. event planned for September. Deutsch Doner Now in its fourth year as part of In 2003, Doner made a 2003 Rating: Interpublic Group of Cos., 2003 Rating: compelling case that being #### Deutsch continues as one of the ### independent in an industry holding company’s strongest obsessed with global heft 2002 Rating: agencies, as illustrated by 2002 Rating: can make a powerful #### Interpublic tapping the shop for ### difference. While 2003 an ultimately successful early wasn’t the agency’s best DIRECTV: Danny DeVito reads fan mail. MAZDA: “Zoom, Zoom” spots show a “fun to drive” brand. 2003 effort to retain Bank of America. new-business year, it was a defining one for the In November, Deutsch won an all-Interpublic Southfield, Mich.-based shop. Doner captured shoot-out for several Johnson & Johnson brands data. In addition to Pfizer, other losses included the $100 million global account for Six Flags campaign, which although it has been in formerly at Publicis Groupe’s Saatchi & Saatchi. Burger King Corp. and project work for J.P. Morgan Theme Parks over some industry heavy motion since Doner won the account in 1997, Deutsch, New York, won Tylenol and St. Joseph Chase & Co. and some Tommy Hilfiger creative work. hitters. continues to evolve with fresh executions. aspirin. Deutsch also picked up work for Carlson In fact, because it’s unencumbered by sibling Other accounts producing entertaining work Restaurants Worldwide’s T.G.I. Friday’s from LOOKING AHEAD conflicts, Doner has been increasingly getting include CAA Global’s Carpet One spot that Interpublic sibling McCann-Erickson Worldwide, and Among the biggest questions facing the agency is short-listed for big reviews, particularly those run plays with the metaphor of toupee shopping won Monster Worldwide. Its DirecTV work has been whether financially troubled and arguably most- by consultants. and Serta mattress ads with animated sheep. lauded. coveted client Mitsubishi Motors North America will Its stable management has protected the After winning Advertising Age’s Agency of the call a review. And will debt-laden Revlon, which in agency from the volatility that other shops LOOKING AHEAD Year in 2002, Deutsch kept a high profile due to its 2003 upped ad spending, pare back? No doubt have suffered, and consistently reliable As the topic of holding-company conflicts leadership as well as its work. When parting with Chairman-CEO Donny Deutsch will remain as creativity has put Doner back into the top comes to a head in 2004, Doner will be the Pfizer over compensation matters, Deutsch took industry icon through frequent TV appearances creative echelon. Some of its recent head- beneficiary, because of its independent status, issue with the company’s request for certain salary thanks to an MSNBC deal inked in 2002. turning work includes Mazda’s “Zoom, Zoom” with more review invitations. INVESTMENT NEWS MAIN 01-12-04 B 14 AADB 1/8/04 3:44 PM Page 1

January 12, 2004 | Advertising Age |S-14 AdAgeSPECIALREPORT AGENCY OF THE YEAR Euro RSCG Fallon Worldwide Worldwide Euro RSCG Worldwide got off Fallon Worldwide had one of its 2003 Rating: to a strong start in 2003, 2003 Rating: best years in 2003, after what ## bagging Aventis ### seemed like a stretch of tough Pharmaceuticals’ Lantus ones. The worst you could say 2002 Rating: 2002 Rating: diabetes drug, an account INTEL: Wireless technology claims to work on Mt. Everest. is that the Publicis Groupe BANKING HUMOR: Citibank’sidentity theft spots entertain. ## estimated at $100 million. ### agency lost some key creative From there, however, the New stars, including the Swedish campaign featured 60-second spots styled like York agency appeared to have a slow but steady promotion and direct businesses.The agency duo of Linus Karlsson and Paul Malmstrom to a pre-market business show that ran every day. decline, losing both Doctor’s Associates-owned beefed up its management in the fall with two key Mother, New York. Work for Citibank Corp. (taking a humorous spin Subway Restaurants and Yahoo! . It rebounded hires: new President-Chief Operating Officer But with Anne Bologna and Ari Merkin now leading on identity theft), Lee Jeans (bringing back slightly in October, by picking up the global James Heekin, followed by Exec VP-Chief the New York office and David Lubars overseeing Buddy Lee “Man of Action”) and Virgin Mobile business for Polaroid Corp. Marketing Officer Marc Lepere. the Minneapolis home base and New York, illuminate the shop’s reasserted creativity. The agency reorganized its health businesses creativity was king for Fallon in 2003. into a new global group, a change that only LOOKING AHEAD The win of Doctor’s Associates’ Subway marginally affected its ability to pick up more drug While some insiders are relieved to be gaining clear Restaurants was among the most prized LOOKING AHEAD accounts. direction from Mr. Heekin, others wonder if things accounts this year. Fallon proved its Madison + The biggest question is how Fallon will evolve its Later in the year, parent company Havas will improve. Even with the benefit of additional Vine mettle in media strategy and creative for BMW “The Hire” franchise and other ideas that announced further internal reorganization that marketing services at Euro RSCG Worldwide, the Archipelago electronic stock exchange prompted Cannes to create a new awards resulted in Euro RSCG Worldwide gaining control some industry watchers think it’s the advertising when it won a Cannes Media Lion at the category. Look for Fallon’s creative touch on over a greater array of public relations, that needs fixing. International Advertising Festival. The Amazon.com in 2004.

CLASSIC FIZZ: Diet Coke pays tribute to “Casablanca.” HEWLETT-PACKARD: Tech retailer shines in this hip campaign. KMART: Grey’s new spots for the retailer have pizzazz. WAL-MART: The retailer gave GSD&M new assignments. Goodby, Foote Cone Silverstein Grey & Belding & Partners Worldwide GSD&M On the basis of its strong work Goodby, Silverstein & Partners’ Management, rather than GSD&M had no blockbuster 2003 Rating: for Taco Bell, Interpublic 2003 Rating: “+HP” campaign colorfully 2003 Rating: account, matters dominated 2003 Rating: wins in 2003 but continued ### Group of Cos.’ Foote Cone & #### portrays achievements of ### Grey news in 2003. Following ### with a solid new-business Belding Worldwide won Yum Hewlett-Packard Co.’s reports of Interpublic Group of showing for new and existing 2002 Rating: Brands sibling KFC—one of the 2002 Rating: business partners, but perhaps 2002 Rating: Cos. wooing Steve Blamer, 2002 Rating: clients. It picked up CBS ## bigger creative accounts, #### the biggest “plus” is for the ### head of Grey Global Group’s NR Sports without a review in billing $200 million. tech company and its agency. largest individual component, January and SBC Unfortunately, a claim that fried chicken can be a San Francisco-based Goodby has produced some Grey Worldwide, New York, to run one of its agency Communications creative in February, plus healthier food option prompted a tsunami of bad of the agency’s best work while at the same time networks, Grey elevated Mr. Blamer in November interactive buying and planning one month later. publicity, though it did boost sales. transforming HP, from well-regarded though to the new post of president-CEO at Grey In May, the American Legacy Foundation gave Major FCB offices revamped management. A stodgy into a brand akin to sexier rivals such as Worldwide, North America. Grey Global Group the Omnicom Group-owned agency work for new team was installed in Southern California: Bill Sony Corp. Other Goodby creative, which led to its Chairman Ed Meyer, now 76, remains mum on his smoking cessation. Cimino as executive creative director and Jon being named Agency of the Year by Advertising successor, but the move to retain the popular 47- Having helped build Southwest Airlines into a Tracosas as president. Dominic Whittles was Age’s Creativity, includes one of the shop’s best year-old rising star has Mr. Blamer sitting pretty to national carrier and Wal-Mart Stores into the named CEO of the San Francisco office and Chris “Got milk?” spots in the 10-year-old campaign for assume more responsibility when necessary. world’s largest retailer, the airline and discounter Becker was named exec VP-chief creative officer the California Milk Processors Board. This one Grey was a steady performer with one continued to give GSD&M new assignments. The in New York. FCB defended its global Samsung stars a boy with an eerie sixth sense. While creative resignation (ConAgra’s Healthy Choice creative Austin, Texas, agency finished a movie, the large- account, although the marketer could be looking shined, agency billings stayed flat in a year in which account) and no big losses. The coup for the year: format “Texas: The Big Picture,” for the Texas for a shop on its cell phone business. FCB also got it lost SBC Communications, E-Trade Group, and Kmart Corp., won via collaboration of Grey State History Museum Foundation; it’s slated for back into beverages with Coca-Cola Co.’s Diet Match.com. Meanwhile, Goodby picked up companies and independent Carol H. Williams worldwide distribution to Imax theaters. Staff Coke and Dannon water brands. Meanwhile, the Haagen-Dazs, Diamond Walnuts, and AT&T Advertising, Oakland, Calif. Creative efforts for grew by 10% when competitors continued to agency waved goodbye to Cadbury Schweppes, Wireless’ $125 million branding account. Procter & Gamble Co.’s Pringles and Pantene contract. GSD&M lost Pennzoil when new owner the British Virgin Islands and part of its J.P. brands; Diageo’s Crown Royal; Masterfoods USA’s Shell Oil Co. consolidated its accounts. Morgan Chase & Co. business. In line with LOOKING AHEAD Starburst; and Frontier Airlines were clean and Interpublic’s edict to shrink head count, FCB Though Co-Chairmen Jeff Goodby and Rich memorable. New Kmart ads have pizzazz. LOOKING AHEAD reduced its staff 10% this year to 1,600. Silverstein, and Jamie Barrett, partner, are still at GSD&M is negotiating a second large-format film, the helm, the agency lost two key creatives in ’03: LOOKING AHEAD which would be another revenue generator. And LOOKING AHEAD Harry Cocciolo and Steve Luker, a key player on Expect Mr. Blamer to name a long-sought-after its first work for Tostitos from PepsiCo’s Frito- Watch to see how far Worldwide Creative Chief HP’s ad design. Goodby’s “ability to grow is defined creative partner and eventual successor to Steve Lay, which it won from sibling BBDO Worldwide, Jonathan Harries can push his “creative rumble” by the number” of top creatives on board, notes Novick, Grey Global chief creative officer. Also is to break in January. It’s also looking for more philosophy–using global FCB creative talent for one executive familiar with the situation. The look for more cooperative approaches for new media-only accounts, as well as to snag an new-business pitches. All eyes are waiting to see agency known for account planning also has business across Grey’s North American offices automotive client after losing Ford Motor Co.’s what FCB does next for KFC. plans to reinvent the genre this year. with Mr. Blamer at the helm. Land Rover of North America in a consolidation. INVESTMENT NEWS MAIN 01-12-04 B 16 AADB 1/8/04 3:46 PM Page 1

January 12, 2004 | Advertising Age |S-16 AdAgeSPECIALREPORT AGENCY OF THE YEAR

SWIFFER: Mom dances to Devo with her mop. DELTA’S SONG: A SoHo gallery showcases the new airline. SNUGGLE: The revamped mascot met mixed reviews. NIKON: Amid agency turmoil, McCann won Nikon business. Kirshenbaum McCann- Kaplan Bond & Erickson Thaler Group Partners Lowe Worldwide “The home of the big bang,” After a tough 2002 (major In the U.S., Lowe still has a pulse, Internal turmoil rocked 2003 Rating: as 6-year-old Kaplan Thaler 2003 Rating: client Revlon exited), plucky 2003 Rating: but not a strong one. Last 2003 Rating: McCann-Erickson Worldwide in ### Group is positioned, delivered ### New York independent # February, parent Interpublic ## 2003. In February, Jim Heekin a bang-up 2003 in terms of Kirshenbaum Bond & Partners Group of Cos. combined the was ousted as McCann- 2002 Rating: new accounts. Following 2002 Rating: rebounded impressively in 2002 Rating: New York-based agency with 2002 Rating: Erickson WorldGroup CEO and NR reviews, pharmaceutical NR 2003. It landed high-profile # sibling Bozell—an anticipated ## replaced by John Dooner, giant Pfizer awarded business like Andrew Jergens move that resulted in client former CEO at parent antidepres-sant Zoloft and pain remedy Co. and Delta Air Lines (new low-cost spinoff departures or reassignments due to conflicts (e.g. Interpublic Group of Cos. Mr. Dooner stepped down Celebrex (combined 2002 billings of more than Song), and produced memorable creative. Andrew Jergens Co., Bank of America and Fujitsu). to return to the agency he led from 1995-2000. Mr. $150 million). Notable efforts include print for Timex (“Life Is Others following them out the door: Lowe’s single Dooner led several changes in 2003: tapping Vice- Longtime client Procter & Gamble Co. shifted Ticking”); TV for Target Corp.’s SuperTarget interactive-only account, Dell Computer Corp.; Chairman Marcio Moreira to lead staffing initiatives; its Dawn and Swiffer brands from defunct D’Arcy grocery division; and TV for Meow Mix Co.’s new Verizon Communications; Unilever Bestfoods’ replacing Chief Financial Officer Art D’Angelo with Masius Benton & Bowles to Kaplan, adding hairball control formula, all of which hark back to Hellmann’s mayonnaise; and Valvoline Co. New Interpublic executive Ramesh Rajan, and roughly $80 million in U.S. billings. The New York the shop’s cheeky and arresting creative roots. accounts included Federated Department Stores, promoting Jonathan Cranin to worldwide creative agency also landed casual dining client Ruby The agency suffered a loss when five-year for the Macy’s brand; Rainbow DBS’ Voom; director. Post demotion, Mr. Dooner suffered Tuesday and a project from Kraft Foods. The President Rosemarie Ryan jumped to WPP Electrolux; and Carfax. Top-heavy after the merger, another blow back at McCann where the North agency suffered no account losses in 2003. Group’s J. Walter Thompson USA to run its New Lowe thinned management midyear. Former American Coke brand creative business left the Current well-known campaigns continue, York office. Bozell chief Tom Bernardin was named Lowe CEO; New York agency in early 2003. Other departures: including the “Totally Organic Experience” effort for former CEO Paul Hammersley and President Marriott International and T.G.I. Friday’s. Yet P&G’s Herbal Essences and Aflac’s duck. Increased LOOKING AHEAD Robert Quish departed. Creatively, the agency’s despite management tumult and financial issues, billings translated to a staff increase of 40 people. Could Kirshenbaum be bidding its independence output was mixed. TV for GMC’s Envoy XL is McCann landed new accounts, including Pfizer’s goodbye? Late in 2003, Richard Kirshenbaum straightforward and crisp; the repositioning of Bextra, Capital One, Nikon, Cadbury Schweppes’ LOOKING AHEAD and Jonathan Bond acknowledged talking to Unilever’s Snuggle bear met uneven reviews. Dentyne and Certs, and Du Pont’s Invista. Expect Kaplan Thaler Group to reel in additional Canada’s MDC Partners about a possible sale. But big-name advertisers. Kaplan tries innovative the pair has flirted with selling before. Why should LOOKING AHEAD LOOKING AHEAD methods for getting messages to consumers they sell? They’re still too young to want to exit Though agency spokesmen say the major offices of McCann management will continue paring the such as staging the “Ultimate Streaking Party” the business, too independent-minded to want to Lowe and DraftWorldwide will never merge agency’s cost structure and streamline its for Herbal Essences Highlights. It excels at share management with anyone else, and at a entirely, the two entities have been united in operating processes. Expect a big push by new reaching middle America. Some of its work can time when independent agencies are back in smaller markets globally. Stateside, bringing Lowe unit McCann HumanCare to lure pharmaceutical be described as having the feel of a TV sitcom. vogue, too hot to make a deal. and Draft together seems inevitable. and healthcare marketers. Ogilvy & Mather Publicis USA Ogilvy & Mather Worldwide, December was a wake-up 2003 Rating: Advertising Age Agency of 2003 Rating: month for Publicis USA. Till ### the Year in 2001, held on ### then, with the exception of tightly to its blue-chip clients, Dave Droga’s arrival midyear 2002 Rating: which include AT&T Wireless DU PONT: The $70 million win was an Ogilvy high point in ‘03. 2002 Rating: as global executive creative HEINEKEN: The import brand pokes fun at rednecks. ### and American Express Co. ### director, the Publicis Groupe While 2003 saw many a high- agency was almost non- profile account move, the WPP Group agency’s government’s Office of National Drug Policy existent on the new-business front. Then last million account. base remained solid but not without trouble. account. After getting re-assigned the account month, Publicis USA helped bring in two new While agencies are prevented from The $70 million global Du Pont consolidation again in September, the government threw it accounts: Procter & Gamble Co.’s Intrinsa, a discussing revenues, Publicis claims its figures win was the high point of the year in new business into review, citing a need to evaluate its women’s sex drug estimated at $100 million, and have doubled. That’s partly due to marketers though New York-based Ogilvy also quietly won compensation. Last week the U.S. Attorneys’ Sanofi -Synthelabo, the French drug giant that that which arrived from D’Arcy Masius Benton work from DHL in the summer. New projects office charged one current and one former consolidated its $245 million global account with & Bowles and partly a result of Allied Domecq, came from the existing roster, namely SABMiller’s Ogilvy executive with defrauding the Publicis Groupe. which parked 10 brands at Publicis after Pilsner Urquell and Coca-Cola Co.’s Sprite. government through false time sheets. Smaller wins helped. Publicis, Seattle, gained splitting with Cordiant Communications. Unfortunately Cotton Inc., a client of 30 years, Coinstar, a marketer of coin-counting machines exited, as did financial company TIAA-Cref. LOOKING AHEAD with billings of about $5 million. And Time LOOKING AHEAD Ogilvy’s “mLife” campaign was also scaled back Watch for the Ogilvy & Mather and OgilvyOne Warner’s TBS Superstation assigned its $15 Publicis USA is set to reveal new work for P&G’s by AT&T Wireless, which in October handed its creative teams to be working as a single unit as million to $20 million cable network to the New Charmin during the Super Bowl. Publicis Groupe corporate branding to Omnicom Group’s Goodby, part of wider integrated efforts. There will also York office, along with independent Cliff President-CEO Maurice Levy is also trying to add Silverstein & Partners, San Francisco. be a greater emphasis on both branding and Freeman & Partners. Despite these wins, Office firepower to the agency’s marketing services in Low points included the saga of the entertainment marketing initiatives. Max left the New York office in May with its $40 the shape of Publicis Dialog. INVESTMENT NEWS MAIN 01-12-04 B 17 AADB 1/8/04 3:47 PM Page 1

January 12, 2004 | Advertising Age |S-17

Richards Saatchi Group & Saatchi The Dallas independent saw its Coming off the honor of being 2003 Rating: fortunes fade from 2002, when 2003 Rating: part of Advertising Age’s ## its wins included Hyundai ### Global Agency Network of the Motor America and its dealer Year for 2002, Saatchi & 2002 Rating: association. The creative 2002 Rating: Saatchi’s U.S. offices battled a ### portion on the national account ‘TV GUIDE’: Bold new work tries to remake the brand. ### tough 2003. It wasn’t getting TOYOTA: Kids do the buying and selling in this Sienna spot. is estimated at $20 million. any better for the Publicis Though in 2003 it racked up Linens ‘n Things, “You can do it. We can help,” which won praise Groupe agency at the end either when Johnson retained the business but not without some Red Roof Inns, Gemstar-TV Guide International’s from the retailer. It also repositioned and & Johnson waltzed off to Interpublic Group of harsh words from the dealers. TV Guide and other business worth an estimated relaunched TV Guide. Richards’ eight-year Chick- Cos.’ Deutsch with its $85 million Tylenol account $92 million, Richards lost an estimated $177 fil-A “Eat mor chikin” campaign continues to be as well as other J&J brands. LOOKING AHEAD million-plus, including Nokia (which accounted fresh, as well as the Fruit of the Loom commercials. The loss of Johnson & Johnson was both an Expect the agency to fill some holes with for more than half that sum), Sabre Holdings emotional and a financial blow given the healthcare accounts. Saatchi has also said it Corp.’s Travelocity, Pergo and PepBoys. (As an LOOKING AHEAD longevity of the 28-year relationship. J&J still wants both a beer and an airline account. And independent agency, Richards has decided not Richards is trying to rebound from hefty 2003 works with Saatchi on a global basis, so New York while its revenue figures for 2003 look great, in to defend accounts that go into review unless losses. It kept Home Depot from expanding its took the brunt of the hit, laying off between 40 part as a result of taking over D’Arcy business they’re part of a government-mandated roster after the retailer brought in a new chief and 60 staffers. and winning new projects from General Mills process.) marketing officer. It will look to replace Saatchi also found itself fighting for the and Toyota, executives close to the agency say Richards said it increased staff slightly this business in lost categories including travel, Greater New York Toyota Dealers Association, 2004 might be a different story if Saatchi year. For Home Depot in February, it launched retail and tech. an account worth $90 million. Saatchi eventually doesn’t raise its game in new business.

APPLE: Vibrant iPod ads helped the music player ring sales. SMIRNOFF: The vodka brand dominates in its category. NIKE: Clothes are optional in Nike’s streaker spot. BURGER KING: Grilling gets patriotic in BK’s “Anthem” spot. J. Walter TBWA/ Thompson Wieden Y&R Chiat/Day USA & Kennedy Advertising TBWA/Chiat/Day sizzled in The year 2003 unfolded into Independent Wieden & A new face at the top is the 2003 Rating: 2003 with new business from 2003 Rating: 12 months of dousing 2003 Rating: Kennedy is, as one executive 2003 Rating: story of WPP Group’s Young & ### Nextel (its biggest catch of the ### brushfires on smoldering ### puts it, “the last bastion of ## Rubicam and Y&R year at $160 million), Pennzoil, accounts and management everything right about this Advertising. Former Kraft 2002 Rating: Ask Jeeves and Shell 2002 Rating: matters for J. Walter 2002 Rating: industry.” 2002 Rating: Foods executive Ann Fudge ### Lubricants. Creatively, the ### Thompson Co. in North ### Wieden—headquartered in ## replaced Mike Dolan as agency’s Playa del Rey, Calif., America. JWT announced a Portland, Ore., with branches in chairman-CEO in May, thus office churned out splashy print ads for Apple new management team for the network, naming Amsterdam, London, New York and Tokyo—saw its becoming the first African-American woman to Computer’s iPod, and gorgeous b&w print and TV President-CEO Peter Schweitzer chairman and billings jump 11.4% over 2002, to $873.6 million, head a global agency network. Two months for Nissan North America’s Z sports car. Bob Jeffrey, former president of JWT North despite the economic downturn, according to before her hire, the creative side also got a boost Elsewhere, this hippest of mainstream America, CEO. agency data. Key wins included Miller Brewing Co. when BBDO Worldwide veteran Michael Patti agencies fizzled. Numerous new-business pitches Account departures had management corporate branding assignments as well its joined as worldwide creative director and head of went limp—among them, Virgin Atlantic won by scrambling. J. Walter Thompson USA’s Chicago Foster’s account, Millennium Imports’ Belvedere Y&R’s flagship New York office. MDC Partners’ Crispin Porter & Bogusky; Canada’s office lost Miller Brewing Co.’s Miller Genuine Draft and Chopin vodka, and America Online’s corporate New business-wise, the U.S. agency landed RBC Financial won by Omnicom Group sibling to WPP Group sibling Ogilvy & Mather Worldwide; branding assignment. For AOL, Wieden will Chevron Texaco with its Young & Rubicam BBDO Worldwide; and the TIAA-Cref review won the San Francisco office lost Sun Microsystems, a produce its first Super Bowl spot since ‘97. The partners globally and Burger King Corp. for its by Modernista, Boston. To make things worse, Joe surprise to no one since the relationships were New York office won Sega Corp.’s ESPN series of $350 million global account, following a fierce Boxer boogied out the door as the agency split with long rocky. A big win of Pfizer business came from videogames, among others. review. Putting a damper on the victory, however, Kmart Corp. and its $200 million account. The two Cordiant Communications, purchased by JWT Still, Wieden struck out in a number of pitches, was the departure of Mr. Dolan, who’d wooed Mr. parted ways following a dispute over fees—Grey parent WPP. Late year wins came with Eli Lilly and including Doctor’s Associates’ Subway Patti to the agency. Mr. Dolan, it was widely Global Group’s Grey Worldwide now handles. Boehringer Ingelheim’s Yentreve and Unilever’s Restaurants and Coca-Cola Co. assignments for known, had philosophical management Caress. Creative for Diageo’s Smirnoff and Sprite and Dannon water. The creative home differences with WPP Chief Executive Martin LOOKING AHEAD malternative Smirnoff Ice continues strong. runs continued in 2003, including Honda’s Sorrell. Industry tongues wag about the fast-food With Executive Creative Director Gerry Graf (from acclaimed “Cog” spot, which ran in Europe, and account’s stability and Mr. Patti’s satisfaction. BBDO) on board at TBWA/Chiat/Day, New York, LOOKING AHEAD the continuation of Wieden’s long-running Nike the East Coast office is set on being the most The coming year will test new office chiefs Barry showcase with the “Streaker” spot. LOOKING AHEAD buzzed about agency in Gotham. Insiders say not Krause in Chicago and Rosemarie Ryan in New A client-side executive for her entire career, Ms. to expect any management changes, but look for York. The new business record is lackluster: LOOKING AHEAD Fudge approaches agency operations with a fresh TBWA to chase more pharmaceutical business Together, in 2003 the offices participated in Wieden must decide whether it needs to add eye, pledging not to duck the thorny issue of through its World Health unit. The agency also more than 30 reviews but reeled in few big-time account planning to tip the balance in its favor procurement and to simplify processes. Expect a wants a financial account, as evidenced by the wins. As Kraft Foods, among others, squeezes during new-business jousts, particularly those new look, positioning for Y&R in early 2004, as shop’s participation in the FidelityInvestments JWT on compensation, expect agency aiming at securing a major piece of business to well as a “stealth” approach to new business with review. management to reduce its cost structure. better balance the status of Nike. renewed emphasis on pharmaceutical marketers.